Though the television viewership of the Winter Olympics was lower than in years previous, NBC's Winter Olympics website set online traffic records, reaching another milestone in the evolving ways that people receive information, writes The Chicago Tribune (via MediaBuyerPlanner). NBC Olympic president Gary Zenkel said, "There's a shift in behavior, and people now are looking to this site for coverage and they're consuming the video in ever increasing numbers."

With five days left in the Games, NBCOlympics.com site traffic had hit 262.2 million pageviews, topping the 2004 Athens Summer Games' 251.4 million.

Changing internet patterns helped induce the shift. Users interact with the content and get instant results. Nielsen//NetRatings media analyst Jon Gibs said people check the web for results before watching the Games or other shows on TV. Video streams of the Games' highlights doubled the number of videos streamed during the Athens Games.